Snapple beverages will be the sole sponsor of all programming and promotions on WFNX, a Boston FM station that also broadcasts through affiliates into Maine and New Hampshire, The New York Times reports. For more than $2 million, WFNX Radio Network will eliminate all conventional commercials from the Memorial Day weekend through the Fourth of July.
In place of traditional spots, D.J.’s will acknowledge Snapple on the air for its sponsorship of what is being called the “Summer Free for All.” The D.J.’s on WFNX and its affiliates - WFEX-FM in Manchester, N.H., and WPHX-FM in Portsmouth, N.H. - will identify the Snapple brand as the benefactor behind an array of promotions like free concerts, giveaways at area beaches, and events with retailers that sell Snapple products. Online elements include a special Website which will be accessible from FNX’s main Web site with downloadable music, ring tones and voice tones, and text messaging.